Kotler11_basic.ppt 87KB Aug 31 2008 08:52:18 PM
MARKETING MANAGEMENT
12th edition
11
Dealing with Competition
Kotler
Keller
Chapter Questions
How do marketers identify primary competitors?
How should we analyze competitors’ strategies,
objectives, strengths, and weaknesses?
How can market leaders expand the total market
and defend market share?
How should market challengers attack market
leaders?
How can market followers or nichers compete
effectively?
11-2
Figure 1.1 Five Forces Determining
Segment Structural Attractiveness
Potential entrants
Suppliers
Buyers
Industry competitors
Substitutes
11-3
Industry Concept of Competition
Number of sellers and degree of
differentiation
Entry, mobility, and exit barriers
Cost structure
Degree of vertical integration
Degree of globalization
11-4
Industry Concept of Competition
Pure monopoly
Oligopoly
Monopolistic competition
Pure competition
11-5
Analyzing Competitors
Share of market
Share of mind
Share of heart
11-6
Expanding the Total Market
New customers
More usage
11-7
Figure 11.6 Six Types of
Defense Strategies
Defender
Flank
Preemptive
Counteroffensive
Mobile
Contraction
11-8
Factors Relevant to Pursuing
Increased Market Share
Possibility of provoking antitrust action
Economic cost
Pursuing the wrong marketing-mix
strategy
The effect of increased market share on
actual and perceived quality
11-9
Other Competitive Strategies
Market challengers
Market followers
Market nichers
11-10
Market Challenger Strategies
Define the strategic objective and
opponents
Choose a general attack strategy
Choose a specific attack strategy
11-11
General Attack Strategies
Frontal attack
Flank attack
Encirclement attack
Bypass attack
Guerrilla warfare
11-12
Specific Attack Strategies
Price discounts
Lower-priced goods
Value-priced goods
Prestige goods
Product proliferation
Product innovation
Improved services
Distribution innovation
Manufacturing-cost
reduction
Intensive advertising
promotion
11-13
Market Follower Strategies
Counterfeiter
Cloner
Imitator
Adaptor
11-14
Balancing Orientations
Competitor-centered
Customer-centered
11-15
12th edition
11
Dealing with Competition
Kotler
Keller
Chapter Questions
How do marketers identify primary competitors?
How should we analyze competitors’ strategies,
objectives, strengths, and weaknesses?
How can market leaders expand the total market
and defend market share?
How should market challengers attack market
leaders?
How can market followers or nichers compete
effectively?
11-2
Figure 1.1 Five Forces Determining
Segment Structural Attractiveness
Potential entrants
Suppliers
Buyers
Industry competitors
Substitutes
11-3
Industry Concept of Competition
Number of sellers and degree of
differentiation
Entry, mobility, and exit barriers
Cost structure
Degree of vertical integration
Degree of globalization
11-4
Industry Concept of Competition
Pure monopoly
Oligopoly
Monopolistic competition
Pure competition
11-5
Analyzing Competitors
Share of market
Share of mind
Share of heart
11-6
Expanding the Total Market
New customers
More usage
11-7
Figure 11.6 Six Types of
Defense Strategies
Defender
Flank
Preemptive
Counteroffensive
Mobile
Contraction
11-8
Factors Relevant to Pursuing
Increased Market Share
Possibility of provoking antitrust action
Economic cost
Pursuing the wrong marketing-mix
strategy
The effect of increased market share on
actual and perceived quality
11-9
Other Competitive Strategies
Market challengers
Market followers
Market nichers
11-10
Market Challenger Strategies
Define the strategic objective and
opponents
Choose a general attack strategy
Choose a specific attack strategy
11-11
General Attack Strategies
Frontal attack
Flank attack
Encirclement attack
Bypass attack
Guerrilla warfare
11-12
Specific Attack Strategies
Price discounts
Lower-priced goods
Value-priced goods
Prestige goods
Product proliferation
Product innovation
Improved services
Distribution innovation
Manufacturing-cost
reduction
Intensive advertising
promotion
11-13
Market Follower Strategies
Counterfeiter
Cloner
Imitator
Adaptor
11-14
Balancing Orientations
Competitor-centered
Customer-centered
11-15